10 principles for good branding

Good branding expresses human values

It conveys traits and feelings that are easy to empathise with, because people don’t connect with businesses; they connect with other people.

Good branding provides clarity

It provides a clear structure for nurturing the brand, ensuring the internal audience is also aligned to a single vision. This understanding on the inside results in a clear external perception.

Good branding inspires new ideas

Businesses stagnate or die without innovation. It is therefore imperative to encourage brave exploration and creative thinking.

Good branding is rational

It is the result of inspired thinking, fuelled by a series of conscious decisions, thorough knowledge and deep understanding of the subject and context.

Good branding is genuine

It is built on truth and focuses on existing positive attributes of a business. It adamantly refuses to communicate false promises and idealisation.

Good branding is enduring

Changing trends do not affect it because it is based on forward-thinking vision and created following timeless design principles.

Good branding is overarching

Every facet of a business, from its people to its smallest piece of design, represents the brand. All aspects must be considered appropriately to create a coherent experience.

Good branding is relevant

It is sensitive to current issues and reflects its audience, bringing them together through their shared values.

Good branding is adaptable

It is flexible, so it can accommodate changes in the business as new challenges present themselves.

Good branding differentiates

It is a quest to find the uniqueness of a business and express it to the world in a memorable way.

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Brand Purist ®

Drawing from years of experience, we’ve distilled a set of branding principles to act as benchmarks. Foundational ideas that can enable great branding work.